We had the pleasure of interviewing Dephin Lim, Managing Director for EssenceMediacom, one of the excellent members of this year’s jury for the Festival of Media APAC Awards 2025. She reflects on her favourite media campaigns from the past year, highlights the changes she hopes to see in the media industry, and offers invaluable advice for this year’s APAC Awards applicants. Her insights are sure to inspire and guide the next generation of award-worthy work.
What is your favourite media campaign of the last 12 months and why?
It is impossible for judges to be aware of every marketing campaign that goes live in the market, but I would like to humbly highlight the work we did with TCCC, where AI meets media to spark a new era of audience connection. This campaign stood out as a leader of change, leveraging groundbreaking AI technology to revolutionize media activation. By pioneering innovative uses of AI in audience profile translation, targeting and engagement, the campaign brought excitement to the industry and set a new benchmark for what’s possible in media and audience connection strategy.
What, in your opinion, separates a good campaign from an award-winning campaign?
Certainly, a good campaign should have the potential to be an award-winning campaign, especially within the marketing industry where it can serve as a benchmark, this is also the fun part by being the marketers and encouraging the industry talents to keep the passion of persuading breakthrough and achievement rewards. An award-winning campaign, however, stands out by not only influencing human behavior but also by making a significant impact on business outcomes.
Maybe this is old fashion but I kind of like the truth while the wise is comes from ages and experiences.
What advice would you give to agencies or brands submitting campaigns into The Festival of Media APAC Awards programmes?
Simplicity is best. In summary the initial 3 key recommendations will be follows:
- Tell the integrated story: Frame your campaign with a clear narrative that highlights the challenge, the insight, the idea, and the results. Judges are looking for campaigns that not only deliver results but also demonstrate originality and innovative thinking. Ensure your submission is engaging and easy to follow.
- Be concise and clear: Avoid jargon or overly complex language. Judges often review dozens of entries, so ensure your submission is straightforward, concise, and impactful.
- Leverage visuals and media: Where applicable, include visuals, videos, or other media assets to bring your campaign to life. A strong visual representation can make your entry more memorable and engaging.
What one thing would you like to see change in the industry over the next 12 months?
I would love to see the industry place greater emphasis on long-term brand building alongside short-term performance metrics. In the race to achieve immediate results, we often prioritize quick wins like clicks, conversions, and ROI, sometimes at the expense of fostering meaningful, lasting connections with consumers. Over the next 12 months, I hope brands and agencies can strike a better balance—leveraging data and technology to achieve short-term goals while also investing in creative storytelling and consumer engagement that build lasting brand equity. After all, creating real value in consumers’ daily lives and habits is the very essence of branding.
Additionally, I am eager to see brands take more proactive steps in integrating ESG (Environmental, Social, and Governance) principles into their marketing strategies. With only one planet to protect, it is our shared responsibility to ensure marketing efforts align with sustainability and social impact goals.
Finally, I would like to see stronger collaboration across teams and disciplines, breaking down silos between media, creative, and data teams to deliver truly integrated campaigns. In today’s challenging macroeconomic environment, cross-collaboration and a holistic approach are more critical than ever to crafting effective strategies. By moving beyond a narrow focus on exposure and conversion—such as on eCommerce platforms—we can create work that not only performs but also deeply resonates with audiences, ensuring sustainable growth for both brands and the industry as a whole.
